Twitter has hired God-is Rivera as its first global director of culture and community, a role that will see her develop inclusive campaigns for the brand.
Rivera joins from the newly-consolidated VMLY&R, where she was director of inclusion and cultural resonance. She will report to Nola Weinstein, Twitter’s global head of culture, engagement and experiential.
The former social strategist has been tasked to make sure Twitter’s consumer-facing campaigns are connective, inclusive and reflective of the communities it serves. She has also been tapped to outwardly develop relationships with community leaders, content partners, influencers, creators, partners and brands.
Rivera, who had been with the agency formerly known as VML since 2016, was first introduced to Twitter’s senior team in July when she presented on the power of #BlackTwitter on stage at its annual #OneTeam employee summit. She has previously spoken to The Drum about the ethnic community's power online.
“As a black woman who has worked in industries in which I have been underrepresented, I feel a great responsibility to amplify and support diverse communities, and they exist in full force on Twitter,” she said. “The team has shown a passion to serve and spotlight their most active users and I am honored to step into this new role as a part of that commitment.”
Weinstein added: "God-is’ deep expertise in marketing, culture and communities makes for a rare and incredibly powerful combination. Bringing her insights and passion to Twitter will enrich the work we do to elevate and connect the voices around the world who are driving conversation and shaping culture.”
Rivera joins Twitter on 12 November.